* Don’t be afraid to ask questions or take risks.
* Don’t compromise yourself; have good ethics.
On Using Data to Drive Insight Into Your Marketing Campaigns
* You can’t work with too much data, she noted. But what do you do with all that data? “You need someone who understands that data and can turn it to develop that customer. It’s how you use the data that counts.”
* Although recency/frequency/monetary still works in database marketing, “you need transactional data to determine if they respond to offers, whether they return and/or buy more,” she said.
* There’s a trend toward transactional predictive data. “The more we use that data,” Dunn said, “the more responsible our mailings will be.”
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